Keywords

A keyword can be a single word, but more often it is several: "hairdresser Grünerløkka", "price new website" or "remove mould in bathroom". The longer phrases have fewer searches each. In return, the people typing them often know exactly what they want.

Your words are not your customers' words

You and your customers rarely use the same words. You might call it "physiotherapeutic treatment", while the customer searches "back pain help". If only your word is on the website, it is harder for Google to connect the page to the search.

It is not about repeating the word many times. It is about using the customer's language in headings, in the title tag and in the text. And about understanding what people actually want when they search, which is called search intent.

How to find your own

Open Google Search Console and go to the Performance report for search results. There you can see which searches actually show your website in Google, and how many people click. Look for words you did not know you were found for, and words you miss. Also write down how customers phrase things when they call or email. Those are often the best keywords you have.